Euphemim in Business English.docVIP

Euphemism in Business English [Abstract] Modern English speech, while not always, is supposed to be uncommonly frank. Euphemisms are cultural phenomena as well as linguistic concepts. It is deeply rooted in social life and has a great influence on social communications. Euphemism has become part of the general language, shaping the context in which it is used. As a linguistic concept, euphemism has fast wow close relationships with the western culture, and it reflects the life and values of English people and their history. [Key words] euphemisms, business, communication 1. Introduction Human beings rely on symbols to construct their individual perceptions of the exterior world. Language itself results as the individuals need to communicate with their group their realities within the confines of a set code understood by each member of the group. When conducting the social communications, according to then polite principle, people always some implicit and elegant expressions to replace those that are violent and vulgar. In a knowledge-driven economy, like that of the 21st century, artifacts of written and spoken communication (i.e., texts, in a general sense) have acquired importance as a form of capital. Organizations are also in the business of producing and brokering information. They use texts to interact with clients, with government institutions, and with other organizations. Often, these texts act as rhetorical proxies for individuals, organizations, or other constituencies who may be physically absent. Yet, unlike people, texts are resistant to change and the damage that they may cause to business relationships can be difficult to undo. Euphemism is a sociolinguistic phenomenon with a wide application in English language. According to Lilia Borlongan-Alvarez, in an article entitled “The trouble with business gobbledygook” for the Philippine Daily Inquirer (20 March 2010) “[T]he current global financial crisis which has led to the mass firing of employees